ABOUT JAMES

Degree-Qualified Nutritionist. 10 Years Plant-Based.

qualified plant-based nutritionist James Armstrong

I draw on both my formal training and my own lived experience to demonstrate that thriving on a plant-based diet is not just achievable — it is profoundly empowering

MY STORY

Lived Experience, Backed by Education

My plant-based journey began over 10 years ago. At the time, I was fit and active but hadn't thought much about how my diet impacted my health or the world around. My transition was gradual, over the first couple of years I gradually reduced my meat intake, eating mainly vegetarian with occasional seafood, primarily as a dietary choice aimed at eating healthier. As my understanding of animal welfare and the environmental impacts of modern food production grew, I committed to adopting an ethical, plant-based way of eating that aimed to reduce harm to both animals and the planet as much as possible

Having grown up eating meat at nearly every meal for 30 years, the shift wasn't always easy. I had doubts about maintaining muscle mass, sustaining energy, or getting all the nutrients I needed. But through formal education and diving into the research, I realised much of the fear around plant-based diets is outdated and misunderstood.

Today, I'm stronger, healthier, and more energised than ever — and I want to use that experience, combined with extensive nutrition education, to help others do the same.

If you're looking to improve your health, optimise performance, or transition to a plant-based lifestyle with confidence, I'm here to guide you every step of the way.

WHY WORK WITH ME

plant-based nutrition coach James Armstrong outdoor

Degree-Qualified Nutritionist

Formally trained with the education to back up every recommendation.

10+ Years Plant-Based

Not just a practitioner — someone who lives this every single day.

Performance-Focused

I've maintained strength, energy, and muscle on a fully plant-based diet.

Evidence-Based Approach

No fads. No guesswork. Just nutrition science that actually works.

Let's Build Your Plant Path Together

Book a session and let's create a personalised plan that fits your life, your goals, and your values.